Greater Vancouver Crime Stoppers unveiled a hard-hitting public service announcement campaign yesterday to help battle escalating violence plaguing metro Vancouver this year. The campaign encourages people to report crimes and suspicious behaviour, and compellingly reinforces Crime Stoppers’ new positioning, “You remain anonymous, criminals don’t.”
“The new campaign will refresh people’s perceptions about Crime Stoppers and reassure people of their anonymity who are still hesitant to contact us with their tips,” says John Ashbridge, board of directors’ member, Greater Vancouver Crime Stoppers. “It also highlights the type of criminal activities that we encourage the public provide tips on.”
Developed pro bono by DDB Canada’s Vancouver office, the provocative campaign includes out-of-home and print elements targeting individuals who have information that would help solve a crime or lead to the capture of a criminal.
The gritty creative executions are based on four criminal activities identified by the police and the community as high priority: street crime, unsolved homicide, gun crime and gang violence. Each PSA shows a crime in progress with the perpetrator(s) in focus while the identities of the victims and witnesses are pixelated to keep them anonymous.
“Pixelation is instantly recognized and commonly associated with the reporting of criminal activity. But this time it’s used to illustrate the anonymity of providing crime-solving tips,” says Dean Lee, creative director, DDB Canada. “People need to realize their tips are completely anonymous, that tipsters have nothing to fear and can make a real difference in helping make Vancouver a safer city to live in.”
The new campaign will start appearing in The Province newspaper and other publications next week and across metro Vancouver on billboards, transit shelters, on buses, in bars and restaurants and washroom stalls. The PSA campaign will be supported by radio and television executions, which will launch later this spring.
Greater Vancouver Crime Stoppers
DDB Canada, Vancouver
Chief Creative Officer: Alan Russell
Creative Officer: Dean Lee, Cosmo Campbell
Copywriter: Neil Shapiro
Art Director: Colin Hart, Dan Strasser
Account Manager: Kyle Stewart
Agency Producer: Gayle Robson
Photographer: Philip Jarmain
Retoucher: The Orange Apple
Prepress House: Studio 17